20.
A format/DRM example
20
FAQ Explanation
“What formats are
available for
Secure Mobipocket
Format eBooks and
what devices can I
read them on?”
“EBooks marked [Secure Mobipocket] are
available as encrypted Mobipocket files.
Mobipocket is a free reader application that is
currently available on these platforms: Personal
Computers Palm and Palm compatible;
PocketPC; Franklin eBookMan; Symbian OS,
including the Psion5, Psion5mx, Psion Revo,
Psion Revo+, and Diamond MAKO organizers,
and the Nokia 9210 (European model), 9290
(American model), Ericsson R380, R380e and
R380 Smartphones.”
Source: Fictionwise.com

21.
One more “FAQ” …
21
FAQ Explanation
“How do I set my
Secure Mobipocket
Personal ID so I
can read Secure
Mobipocket
Format eBooks?”
“Before downloading a Secure Mobipocket
Format eBook file, you must set your Secure
Mobipocket Personal ID (PID) in your Bookshelf.
This is a code number that you can find by using
the "About" menu item in the Mobipocket
application on your device. (It) is used to encrypt
the file so it is only usable on your PDA. (A future
version of Mobipocket will allow you to read your
eBooks on more than one device that you own.)”
Source: Fictionwise.com

22.
A “reverse” generation gap?
22
Average age of today’s p-book buyer is 44
The most frequent p-book buyer is 50
Over 65 = largest cohort of Kindle users
First age group to move beyond the desktop for
digital content
“Seniors are leading the way in the digital market”
Source: Bowker presentation at BISG’s “Making Information Pay” conference, 2009

28.
Top paid iPad apps (downloads)
28
Top 5 Next 5
Games
Books
Music
Shopping
News and headlines
Celebrity news and entertainment
Location and direction
Movie schedules and ticket purchase
Magazines
Banking
The average rich-media device has 30.9 apps, of which
5.2 are used daily, 8.7 are used weekly and 17.0 are used
infrequently or not at all.
Source: Nielsen Company survey, 2010; Outsell

29.
Book apps: popular, not persistent
29
Used frequently, not kept
Used frequently,
kept around
Used infrequently,
kept around
Source: Kara Swisher, All Things Digital; Magellan research

31.
If you really want to create an app …
Leverage the capabilities of the mobile platform
Recognize and satisfy segment-specific (market)
requirements
Develop and refine your app business model
(scenario planning is useful)
31
Source: Andrew Brenneman, Book Business

34.
Mobile growth creates possibilities
34
Trends Examples
Current Bundling content by genre
Reading as part of a consumptive culture
Evolving Selling content in chunks
Licensing vs. owning
Role of libraries
Impact on (and from) library lending
The Internet Archive’s support for OPDS opens up a range of
possibilities for selling and lending digital content.

37.
New formats, new rules
37
Portrait vs. landscape
San serif fonts, larger than normal
Increased leading (4-5 points more than font)
Linked (when the device supports it)
Serving images as slideshows in a single window
Source: Book Business

40.
Looking ahead
“98 percent of all the people who
will eventually read e-books are
not reading on them today …”
-- Bob LiVolsi,
BooksonBoard.com
Forrester estimates the 2010 e-
reading population has reached
7%, and those 7% read 66% of
their books digitally…
40
Source: Bob LiVolsi (2009); Forrester (2010)